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LinkedIn has become one of the most influential platforms shaping professional reputation, trust, and visibility. Yet many leaders still feel unsure about how to show up in a way that feels authentic, strategic, and worth their time. In this episode, Emma and Natalie from HMC unpack what effective leadership presence on LinkedIn really looks like. Moving beyond vanity metrics and formulaic posting advice, the conversation focuses on how leaders can use LinkedIn as a long-term reputation and relationship-building tool rather than a content treadmill. The episode explores why consistency matters more than frequency, how credibility is built through perspective rather than promotion, and the role LinkedIn plays in influencing customers, staff, industry peers, and even AI-driven search results. The team also discusses common mistakes leaders make on the platform, why silence can be just as damaging as oversharing, and how to balance personal voice with organisational responsibility. This episode is particularly relevant for CEOs, founders, senior leaders, and subject-matter experts who want their LinkedIn presence to support trust, leadership visibility, and business outcomes without feeling forced or performative. Listeners will come away with practical guidance on how to approach LinkedIn with intention, clarity, and confidence, and how small, well-considered actions can compound into long-term brand equity. Takeaways: Authenticity matters. Leaders build trust on LinkedIn by sharing perspectives that reflect who they are and how they think, not by trying to sound like everyone else.Showing up counts. Thoughtful engagement and useful insights add far more value than posting for the sake of it or chasing trends that do not fit your role or reputation.Your profile is your foundation. A current, well-considered LinkedIn profile should accurately reflect where you are today, not where your career was several years ago.Consistency beats bursts. Regular, considered activity builds visibility and credibility over time, while long gaps make it harder to stay relevant.Leadership presence builds authority. Sharing informed viewpoints helps position leaders as credible voices in their field and supports trust in the wider organisation.Know your audience. Content that speaks to the right audience, their challenges, and their interests will always outperform generic posts. Companies mentioned in this episode: HMC LinkedIn ChatGPT Perplexity